Without social and Other paid we were doing 600.
Lift in 08 run was due to high organic performance
Summary: We can aim for 600 and later on recalibrate
117 leads out of total 1166 came from RingDNA which we can’t expect this time. So realistically targeting 1100-1200
KLG-PCDM-10 and -01 run:
Total leads without social
Shorter marketing cycle (7 days shorter vs the last run)
Marketing days: 08 run v/s 10 run v/s 01 run: 49 v/s 56 v/s 56 days i.e factor (49/56=.87)
The last run we did 765 leads meaning would have resulted in 765*0.8, 612 leads in same period
Summary: we can aim 672
without social in the mix never achieved 1200
Had hopes for broad match for more leads but not performing at all
Marketing can’t scale non-brand as CAC is always high there
Also, we had accounted for higher contribution of organic into our lead number already.
Summary: Can stretch it to 1000 max
Overall last run was outstanding
last time organic was through the roof here.
Also paid saw a jump due to seasonality
Currently already lagging behind in paid and non-paid contributions to leads (without deferred) because of lesser marketing days.
Summary: Lesser marketing days as well by 7 days, so should target 1200 leads
Accounting less no. of leads for Oct and Nov run due to less number of marketing days. 49 v/s 56 days.
Summary: we should consider around 570 leads
Last run organic stood out. Not sure if the performance will continue to
Since there are more marketing days, we can aim for higher leads from paid and organic both: 63 v/s 84 days factor =1.3
Summary: total leads we can aim for can be 1100 considering non-paid will not scale linearly.
49 v/s 55 days marketing days 0.89 factor
Overall targeting 600
Lesser marketing days: 76 v/s 89 factor: 0.85
Overall CPPA is also not great here along with high-paid CPPA. Can aim for 600*0.8 leads ~500
Paid channels are running at 78% CAC, so can’t drastically scale that but can wait for more organic leads from higher marketing days: 91 v/s 76. Target: 800 leads
Courses where we have room to scale: Overall CAC<=25% and Marketing CAC is < 62%